Leading FMCG brands in Indonesia 2023, by household penetration

In 2023, Indomie was the most chosen FMCG brand among consumers in Indonesia, with a household penetration rate of 96.6 percent. Pepsodent came in second, with a household penetration rate of 94.6 percent. This indicates consistent preference for well-established products among Indonesian consumers.

Indofood: the force behind Indomie 

PT Indofood Sukses Makmur Tbk is a powerhouse in Indonesia’s fast-moving consumer goods (FMCG) sector, best known for its flagship products, Indomie instant noodles. Since its launch, Indomie has become a cultural staple. In 2023, Indomie topped the list of the most preferred food brands among Indonesian households. Indofood’s success lies in its ability to cater to local tastes, offering a diverse range of flavors that reflect Indonesian cuisine. The company also has an extensive portfolio including snacks, dairy products, and seasonings, ensuring its strong presence across multiple FMCG categories. 

Unilever: a strong contender in Indonesia’s FMCG sector

PT Unilever Indonesia Tbk is another key player in Indonesia’s FMCG market, providing a wide array of products in personal care, home care, and food sectors. Popular brands like Pepsodent, Lifebuoy, Dove, and Knorr demonstrate Unilever’s ability to cater to local preferences while maintaining high-quality standards. In 2023, Unilever’s two personal care brands, Pepsodent and Lifebuoy, ranked first and second on the list of the most preferred personal care brands among Indonesian households.